Case Study: Tribe CRM

How a contact management web app was designed and developed, from start to finish.

The Problem

The previous (custom built) CRM app that the client was using had a lot of issues. From talking with the key stakeholders, I discovered that many of their common use cases could not be handled easily — use cases, such as:

• Show me the range of people who are born after A but before B.
• Who among the whole org are certified in X?
• How can I easily modify attributes across multiple contacts?
• How can I quickly insert contacts en masse?

The Solution

Contacts menu — contextualized based on specific views

After gaining clarity regarding the most common use cases, we proceeded to map out some overarching principles to the product, namely—

• 🔍 Filter and search are king. Both should be easily accessible, and frictionless to use. (Filters have high potential to be noisy.)
• 👨‍👩‍👧‍👦 Ability to view, modify, and add multiple contacts at once.
• 🎨 Views must be meaningful (and attractive) to both the admins as well as the regular contacts.

My role

As the Lead UX Designer, I have—

• Led the team throughout the life cycle (gathering requirements, user interviews, constant communication with devs as to what’s possible, design mockups and prototype).
• Ensured success among the key stakeholders — they no longer have to download data and manipulate via Excel.
• Implemented and widely used across the institution with about 1800 members.
• Collaborated and worked with the developers to get the product out the door, using Figma as the main source of truth.

One permutation of the design, showing suggestions for different combinations of filtering options

Small section of the Figma boards, with details and notes for the developers